Revised Roughs for Paleta Campaign

Project Update: Re-designing Paleta Campaign and More Research!

      Me and my group went to Plaza Mexico after class on Thursday to do some research and enjoy some paletas. Here are some pictures I took;

      During Thursday's class, "our clients", a panel of students, as well as Professor Willcocks decided that out of all the different directions we presented the one that focused on the fresh fruit was the better choice. Also a comment that helped me was that the logo and/or icon doesn't have to be a part of the truck design. I tried different ways of approaching the design on the trucks and will try to see if it can carry to the uniforms, packaging, and print ad. We need to decide on a general theme so our work goes together as if it were a real campaign. We all have really good ideas that can work if we can make small compromises to come together and make it work. Roseannah's  iconic images are very nice, and so is all the info that Susanna's gotten about the radio, plus the packaging looks like it's on the right track. We all like the icicle brushes I've been using and a clean white background. Here are some of my notes;

1. clean- (adj) free from dirt, stain, or defilement; pure guiltless;trim,shapely.
2. refreshing- (refresh vt) give freshness to; revive; renew; brighten; provide with refreshment.
3. desirable- (desire vt) wish, long for; ask for, entreat. (n) longing, craving; expressed wish, request; sexual appetite; something wished for or requested.
4. colorful- (adj) with bright or varied colors; distinctive.
5. affordable- (afford vt) be able to buy; be able to spare the time,etc; produce, yield, furnish.
6. nutritious  
7. healthy
8. rewarding
9. enjoyable
10. flavorful

Family run business
Hits home
Wholesome
Historical
Family oriented

Brings people "the family"(everyone) together.
Mexican recipe over 20 years old.
It fells like your indulging when your not.
A treat for the whole family
Playful but appealing to adults from their late 20's to
their late 40's.

Something parents aren't afraid to give their children
to snack on.

No artificial coloring or flavoring like the majority of
popsicles.
All natural

Slogans;
"Attack your sences without guilt."
"Caliente! Refresh your senses without guilt."

      We want to find a simple and clean font that doesn't take away from the design. Also we didn't want too much fruit everywhere to distract the eye or too many different ranges of color. We decided to stick with specific tones of, red, pink, orange, yellow, and green (if we vary slightly I don't see that It'll be a problem). I need to add the text to the rest of my new roughs which I already emailed to my group to take a look at. Also I want to try a similar design on the aprons and eventually on the Facebook and Twitter. I hope I'm closer to something that works.

More work on Paleta Ad Campaign...

      Me and my group members have been working very hard to come up with a successful ad campaign for Fruitleta the company we came up with. By trial and error, disagreement, and compromises we all have good ideas that can come together. Here are some of our ideas put together hope you like them. Next I want to try to hand draw the fruits like Susannah suggested. The color palette we decided on is; red, pink, orange, yellow, and green.

Found icicle brushes on deviant art here's the link:
http://pippi0615.deviantart.com/art/Icicle-Brushes-48949640

1st and 2nd Crack at Layout Designs for Paleta Project

      After last weeks critique with a panel of "clients" I made the decision to throwout the majority of my ideas from my 1st roughs and start from scratch. I received quit a bit of constructive criticism and reflected on it. I came to the conclusion that less can be viewed as more. In order to make the suppliers, "the trucks", as well as the product, "the paletas", more appealing to the customer a simple, clean, and desirable design is the best way to go. What ever the chosen design is, it should carry throughout the ad campaign even when different forms of media is used.

Paleta Project Update

New Slogan: "Caliente? Refresh you senses without guilt!"

Working on: (My Part) An interactive Facebook Page and doing further research.

As a group, also working on: Truck exterior design, uniforms, and packaging.

Also I'm going to the Farmer's Market at Wilson Park on Saturday to take more pictures.

Definitions (In Progress)

"1. Fruit
[froot] Show IPA
noun, plural fruits, ( especially collectively ) fruit, verb
–noun
1.any product of plant growth useful to humans or animals.
2.the developed ovary of a seed plant with its contents and accessory parts, as the pea pod, nut, tomato, or pineapple.
3.the edible part of a plant developed from a flower, with any accessory tissues, as the peach, mulberry, or banana.
4.the spores and accessory organs of ferns, mosses, fungi, algae, or lichen.
5.anything produced or accruing; product, result, or effect; return or profit: the fruits of one's labors.
6.Slang: Disparaging and Offensive . a male homosexual.
–verb (used without object), verb (used with object)
7.to bear or cause to bear fruit: a tree that fruits in late summer; careful pruning that sometimes fruits a tree.
Origin:
1125–75; Middle English < Old French < Latin frūctus enjoyment, profit, fruit, equivalent to frūg-, variant stem of fruī to
enjoy the produce of + -tus suffix of v. action
—Related forms
fruit·like, adjective"

"2. Truck - 8 dictionary results
truck1
[truhk] Show IPA
–noun
1. any of various forms of vehicle for carrying goods and materials, usually consisting of a single self-propelled unit but also
often composed of a trailer vehicle hauled by a tractor unit.
2. any of various wheeled frames used for transporting heavy objects.
3. Also called hand truck. a barrowlike frame with low wheels, a ledge at the bottom, and handles at the top, used to move
heavy luggage, packages, cartons, etc.
4. a low, rectangular frame on which heavy boxes, crates, trunks, etc., are moved; a dolly.
5. a tiered framework on casters.
6 .a group of two or more pairs of wheels in one frame, for supporting one end of a railroad car, locomotive, etc.
7. Movies . a dolly on which a camera is mounted.
8. British . a freight car having no top.
9. a small wooden wheel, cylinder, or roller, as on certain old-style gun carriages.
10. Nautical . a circular or square piece of wood fixed on the head of a mast or the top of a flagstaff, usually containing small
holes for signal halyards.
–verb (used with object)
11. to transport by truck.
12. to put on a truck.
13. dolly ( def. 11 ) .
–verb (used without object)
14. to convey articles or goods on a truck.
15. to drive a truck.
16. dolly ( def. 12 ) .
–adjective
17. of, pertaining to, or for a truck or trucks: a truck drive; truck tires."

Source: www.dictionary.com

Paragraph about Fav. TED video

      Two posts ago I posted a link for my Favorite TED video. It's three sister's who make beautiful music together. The sisters play the violin, the cello, and the piano. They played "Skylife," by David Balakrishnan and "Oblivion," by Astor Piazzolla. The video was very inspiring and a must watch! Also it wasn't like most chamber music, classical music originally didn't have spice or pep like this one does.

-Sam

Final Ad for Assign #1

      I'm pleased with my final ad. I learned a lot from this assignment. A grid is a very important tool in a successful advertisement. This ad has balance and makes your eye move from the most important element to the least important element.

TED

http://www.ted.com/talks/ahn_trio_a_modern_take_on_piano_violin_cello.html?awesm=on.ted.com_8yeW&utm_campaign=ahn_trio_a_modern_take_on_piano_violin_cello&utm_content=ted.com-talkpage&utm_medium=on.ted.com-twitter&utm_source=twitter.com

I really like this one. Still looking at all the different videos. Will pick my favorite and write the paragraph later.

-Sam

Creative Brief- the start of assign 2

Product:
     Fruitletas (fruit on a stick) is a family company that bases their product in 100% natural ingredients, healthy and low calorie refreshing paletas. The distribution of the product is
food trucks with a clean look.

Slogan: Attack your senses without guilt. Ataca tus sentidos sin culpa

Target Market:
      Primary Target Audience: Latino middle class, young to contemporary working adults. Men and Women between their 20s to 40s working around Los Angeles area.
    Secondary Target Audience: Children and Teenagers.
The advertisement should focus on selling  a healthy and refreshing snack in substitution of junk food.

Advertisement Objective:
    Easy access to  a healthy and fresh snack for the middle class working population..

Campaign Concept:
    Type of advertisement implement in this campaign, will be visual ad’s in home and women magazines; Example: Red Book, Woman’s Day, Good Housekeeping and Family Circle.
    The ad is a brochure in a paleta shape, on the front you have a paleta indicating the flavor and in the back all the specification of the fruit, calories and percent of nutrients that contain.
Social Networking with the slogan, Where is Fruitletas Today? The idea is to create a Facebook page, to upload videos and add a tracking map where you can find the route of the day where the truck and Paleteros (Guys who sell paletas) are going to be around L.A
    Other media implement in this campaign is the Radio. The idea is have a weekly interaction with the audience (Costumers). Use a program in a radio station, example 107.1 Super Estrella, a Latin Station that has a show called “La Tocada” between 12 to 1 pm. Fruitletas will be the sponsor of the day in the show. The listeners will call to register their business or place where they work and once a week one business will win and Fruitletas will send a truck to their work place to give free paletas to the employees.

Competitors: Michoacana, Holanda, Nestle Delicias, and Dreyers (other popicles aren't similar to a paleta, they don't contain real fruit just 10% juice

Some Links from research:

http://find.myrecipes.com/recipes/recipefinder.dyn?action=displayRecipe&recipe_id=10000000682708

http://find.myrecipes.com/recipes/recipefinder.dyn?action=displayRecipe&recipe_id=10000000682708

http://www.spanglishbaby.com/2010/07/paletas-a-summer-treat/

http://www.youtube.com/watch?v=m4JDb1G6zIU
More Later...

-Sam

And More Roughs...Finalizing

     By experimenting more with the grid I was able to create open and appealing  negative space. There's definitely a clear hierarchy in the first two roughs; now your eye flows more smoothly from one element to the next. I think the first two ads are very close to being the the finalized ad for this assignment. I like the radial gradient I choose for the background It sets a mood and makes the add more successful than with a solid colored one (Someone please let me know if I'm on the right track.)

-Sam

More Digital Roughs

      Trying to make the final touches to my ad by listening to the suggestions from my class-mates and professor. I played around with color and gradient a little. Also changed to scale slightly in these roughs. At first I tried to put the text in the paragraph into a single line but it was not legible. Then i put the text into two lines and was happy with the outcome. I used a grid as much as possible to align everything.